Episode 38: The Boutique: How to Market and Sell Like a Pro

Founders of boutiques can increase their rate of growth by professionalizing their marketing and sales approach. On this episode, learn the fundamental building blocks to professionalize your firm’s sales and marketing skills.


Sean Magennis [00:00:15] Welcome to The Boutique with Capital 54, a podcast for owners of professional services firms. My goal with the show is to help you grow scale and sell your firm at the right time for the right price and on the right terms. I’m Sean Magennis, CEO of Capital 54 and your host. On this episode, I will make the case that founders of boutiques can increase their rate of growth by professionalizing their marketing and sales approach. I’ll try to prove this theory by interviewing Greg Alexander, Capital 54’s chief investment officer. Greg founded Sales Benchmark Index in 2006 and went on to become one of the world’s foremost experts in the field of sales and marketing effectiveness. Today, he will offer you the fundamental building blocks to professionalize your sales and marketing efforts. Greg, good to see you. Welcome.

Greg Alexander [00:01:20] Hey, Sean. So in prep for this show, I did a little homework on myself. So the year 2020 was my twenty seventh year carrying a quota, so to speak. And I have made my number 25 out of 27 years, which is 92 percent of the time. I missed in the year 2000 while I was at EMC in the dotcom bubble burst and I missed it in 2020 while at Capital 54 because the global pandemic destroyed the economy. I mention this not to brag in any way. When I saw the title of the show, How to Market and Sell Like a Pro, I felt compelled to check myself to see if I am indeed a pro. And I’m a proud I’m very proud of that 92 percent success rate over almost three decades. But more importantly, gosh, I learned a lot and I’ll share that with you guys today.

Sean Magennis [00:02:09] And you’re still doing it, Greg, which I admire tremendously. So, yes, it’s these lessons from the battlefield that I want you to share with the audience. But first, why is it that you think so many of our listeners struggle in this area?

Greg Alexander [00:02:23] Yeah, well, most CEOs and founders of boutiques are not natural marketers or salespeople. They are experts. Many are giants in their field. In some cases, some are on TV. The best seller list, the speaking circuit. However, when I look at their panels, I’m shocked to see how little revenue they bring in. I asked myself, how can this be? Well, these brilliant experts would rather go to the dentist and make a sales call. They simply do not know how to go to market with their services. And their personal networks only generate so many referrals so they they never grow past the point of a nice little lifestyle business.

Sean Magennis [00:03:01] Greg, this is so accurate. I mean, we’re living this, you know, today with so many of our collective 54 members. I see it every day. What I find frustrating is many of these brilliant boutique CEOs, they know this. They want to fix it. They just don’t know how to. What advice do you have for these folks?

Greg Alexander [00:03:21] So these CEOs need to be great at two things. Number one, they need to attract new clients. And number two, they need to generate additional revenue from existing clients. And when I say great, I mean it. They need to develop these as fundamental core competencies on par with their domain expertize.

Sean Magennis [00:03:42] Agreed. So these are the two fundamental building blocks and the standard to deliver to is great, not good, but these are a little abstract for me. So can you unpack this a little more?

Greg Alexander [00:03:55] How much time do we have?

Sean Magennis [00:03:57] Let’s say about 10 minutes.

Greg Alexander [00:03:58] OK, here are the Cliff Notes. I will start with the seven building blocks of a great sales model. So number one prospecting process. This is a consistent way for business developers to find opportunities. Number two, buyer journey map. This is an outline of how a prospect buys your type of service. Number three, sales methodology. This is a step by step method to convert opportunities into clients. Number four, channel optimization. This is how the right services will be sold to the right clients at the right time. Number five, incentive system. This is a compensation mechanism that motivates every employee to generate revenue. Number six, training program. This is a program to increase the effectiveness of each employee when pursuing sales opportunities. And lastly, number seven, coverage model. This is a headcount allocation plan to ensure that the target market is properly covered. Well, that was quick. Listeners should ask themselves, do they have these seven building blocks in place? Are you ready for the marketing Cliff Notes?

Sean Magennis [00:05:09] Yes, go for it.

Greg Alexander [00:05:11] OK, so here are the marketing Cliff Notes. There are nine building blocks of a great marketing model, number one brand strategy. This is an inspiring story uniquely relevant to your target clients. Number two, value proposition messaging. This explains to a client how they move from the problematic status quo to an opportunity filled future by hiring your firm. Number three, positioning statements. This articulates why your firm is better than the alternatives. Number four, campaign strategy. This is hyper targeted marketing campaigns that hit the sweet spot of your market. Number five, content strategy. This allows you to earn brand preference by satisfying the information needs of your target clients. Number six is budget. This is dollars and non billable hours assigned to specific accounts to stimulate demand. Number seven is agency. This is a trusted service partner who can help you execute all of this and has two more. Number eight is lead generation. This is a method to attract the right clients to your firm and the right quantity. And lastly, number nine is clients marketing. This is a method for delivery staff to locate new opportunities inside the current client base. So listeners should gut check themselves against these nine basics. I went through that really quickly that I communicate clearly.

Sean Magennis [00:06:43] Yes. Greg, you did this worked out this worked out well. Listeners think of these as two checklists to run yourself through to see if you are marketing and selling like a pro. If you do not have these items, you are behaving like an amateur. And this may be the reason revenue growth is not where you want it.

Greg Alexander [00:07:04] You know, one last thing, Sean, I want to mention, if I may remember, that marketing and selling services is entirely different than products. So why is this? Well, products are sold and consumed and services are bought and experience, and that’s a big difference. So, for instance, I watch the halftime show on Super Bowl. It featured the artist called The Weekend. I went to Spotify, listen to his music music and I bought it. I never met the weekend. It was sold to me. I consumed it. In contrast, I recently needed to update my estate plan, I hired an attorney, we met, we worked together to produce the new estate plan. The service and the person delivering it cannot be separated. The service is experience, not consumed. The attorney did not sell it, but rather helped me buy it through a great experience. The point is to not make the rookie mistake of trying to use best practices to market and sell products in the professional services industry. They just don’t work.

Sean Magennis [00:08:06] That’s great practical advice. Greg, thank you. And now a word from our sponsor, Collective 54, Collective 54 is a membership organization for owners of professional services firms. Members joined to work with their industry peers to grow scale and someday sell their firms at the right time for the right price and on the right terms. Let us meet one of the collective 54 members.

Kris Sugatan [00:08:38] Hello, my name is Kris Sugatan. I own Sugatan.IO. We are founders of E Commerce Brands all over the world. These clients turn to us for help with scaling their brands by acquiring new customers profitably. We solve this problem by creating video and graphic ads that convince the viewer to buy your product. If you need help with acquiring a new customer profitably, reach out to me at [email protected] That’s [email protected].

[00:09:15] If you are trying to grow scale or sell your firm and feel you would benefit from being a part of a community of peers, visit collective54.com. OK, there was a lot to absorb, this takes us to the end of the episode, let’s try to help you, the listener, apply this. We end each show with a tool. We do so because this allows a listener to apply the lessons to his or her firm. Our preferred tool is a checklist and our style of checklist is a yes-no questionnaire. We aim to keep it simple by asking only 10 questions. In this instance, if you answer yes to eight or more of these questions, your marketing and selling strategy is working for you. If you answer no too many times your marketing and selling strategy is more than likely getting in the way of your attempts to scale. Let’s begin.

Sean Magennis [00:10:21] Number one, is it obvious to prospects who you serve and how you serve them? Number two, is it obvious to prospects why you are the best at what you do?

Greg Alexander [00:10:36] So this goes to both value proposition and positioning statements.

Sean Magennis [00:10:40] Number three, are you in front of enough prospects to hit your revenue targets?

Greg Alexander [00:10:45] Lead generation.

Sean Magennis [00:10:47] Number four, do you understand how clients decide to hire someone like you?

Greg Alexander [00:10:53] How they buy versus how you sell.

Sean Magennis [00:10:56] Number five, can you consistently win more than 50 percent of the time?

Greg Alexander [00:11:01] Now, some listen again and say that’s too high of a bar to clear. And I would call B.S. on that. If you close rates beyond 50 percent, you’re pitching the wrong clients.

Sean Magennis [00:11:09] Right. So if you’re targeting is right, if it’s working properly, generation, psychographic, demographic, you’re going to exceed that 50. Number six, are you extending your reach through multiple marketing channels?

Greg Alexander [00:11:22] And here’s what’s unique about a boutique. You don’t have brand recognition. Nobody knows who you are. So you got to get the word out.

Greg Alexander [00:11:28] Right.

Sean Magennis [00:11:28] Yep. Bingo. Number seven, but you and your team motivated to bring in more revenue?

Greg Alexander [00:11:35] Put your money where your mouth is.

Sean Magennis [00:11:36] Incentivize. Number eight, are you and your team highly trained to win new business? Sharpening that saw. Number nine, are you covering your market sufficiently?

Greg Alexander [00:11:49] Often overlooked, but coverage is a big issue.

Sean Magennis [00:11:52] And number 10, do you have an agency capable of multiplying your efforts?

Greg Alexander [00:11:58] Don’t go it alone here? Listen, you don’t clean your own teeth, go to a dentist. So when it comes to marketing, in particular, find an agency and hire them.

Sean Magennis [00:12:05] I love that, Greg. And we have many great agencies in Collective 54. So in summary, I bet you the listener is an expert in your field, a true giant who knows more about your domain than just about anybody. I’m here to tell you that is not enough. If no one knows about your brilliance, what good is it? The world is filled with bankrupt ideas. Master your go to market, elevate your marketing and sales capability to professional grade. Earn what you were worth. If you enjoyed the show and want to learn more, pick up a copy of Greg Alexander’s book titled The Boutique How to Start Scale and Sell a Professional Services Firm. I’m Sean Magennis. Greg, thank you. And thank you, our audience, for listening.